Basics
Social & physical safety, connection, and sustainability.
Social & physical safety, connection, and sustainability.
Self-development
Curiosity, creativity, learning, and exploring.
Curiosity, creativity, learning, and exploring.
Ambition
Impact, success, appreciation, and growth.
Impact, success, appreciation, and growth.
Attraction
Beauty, pleasure, and sensory enjoyment.
Beauty, pleasure, and sensory enjoyment.
Vitality
Healthy body and mind, energy, and resilience.
Healthy body and mind, energy, and resilience.
2006: The Beginning
Kim Cramer PhD and Alexander Koene started their journey to understand happiness and branding.
Scientific Research
Identified distinct emotive drives with help from Nico Frijda, leading to groundbreaking insights.
Global Impact
Over 80,000 respondents and 300+ brands analyzed worldwide, shaping the emotive branding field.
fMRI Studies
Advanced fMRI studies validated and optimized the scientific method further.
What matters to me?
Emotive Language
A universal language
Fosters understanding, connection, and clarity about meaningful things.
Visual-Verbal Stimuli
Exploring with cards
Helps articulate what truly matters through visual-verbal prompts.
Roadmap to Happiness
Positive feelings
Supports individuals and teams in life and work exploration.
23plusone is listed in the
SWOCC Book of Brand Management Models
Affiliated with the University of Amsterdam.
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